Annual Report 2025 - Estate Brands

2024/25 has proved to be a challenging year for Edrington's Estate Brands business unit, with the global slowdown in ultra-premium whiskies having a more marked impact on smaller brands like Highland Park and The Glenrothes. We have also seen worsening conditions in American Whiskey, which has impacted smaller craft brands like Wyoming Whiskey.

Despite this, it has been a year of progress for the development of our Estate Brands, with the teams completing a significant repositioning of Highland Park and The Glenrothes.

Highland Park stepped into the light this year with a new brand visual identity inspired by the natural beauty and creative spirit of its Orkney home. The new branding was complimented with a series of travel retail exclusive editions that tell stories of the land, sea and sky of Orkney.

After a closure of almost a year for upgrades that will enhance efficiency and sustainability, our Highland Park team welcomed back visitors in March. The 227-year-old distillery will reduce both its water and energy consumption, and be able to offer greater accessibility to guests, while continuing to produce our unique Orkney heathered peat whisky, which was awarded a double gold at the World Spirits Competition this year for the 12 Year Old. 

Both Highland Park and The Glenrothes made their mark in the prestige category this year with their oldest ever expressions. Created from a single cask, Highland Park 56 was launched in an edition of only 170 bottles in January 2025. In March this year, The Glenrothes was proud to announce the release of The 51. In a daring evolution of the luxury whisky experience, each of the edition's 100 bottles is encased in a solid Jesmonite column designed to be unique to its owner.

We have also seen an encouraging early response to The 15, released last year as an addition to The Glenrothes core range alongside The 18 and The 25.

Wyoming Whiskey's National Parks series has been dedicated to protecting America's wide-open spaces. In partnership with Yellowstone Forever, the fourth edition was launched to support the mission to protect, preserve and enhance America’s first National Park. Our Queen of The Tetons special edition sold out within 24 hours.

Our Estate Brands are now ready to stand out in the market and we look forward to winning market share and building positive momentum in the coming year.